Untangling the Web
Old Ground
Intertek's ETL-Semko Division is the world's largest independent testing, inspection and certification company. However, its website did not reflect this stature.
The site was more like a crowded closet than a vehicle for delivering exceptional customer experiences. Navigation was convoluted. Design was drab. And content often outdated. Moreover, Intertek’s positioning was hard to suss. As a result, customers complained and sales were lost.
Our mission was to deliver business results. But our mandate was to limited to designing three flexible page templates, while keeping to a very tight budget and schedule. The templates were to be retrofitted to the existing Oracle platform, content and link structure.
New Face
Our solution was built around two points, making the site easy to navigate and communicating Intertek’s global stature.
As part of the design exercise, we rewrote the home page copy to telegraph what Intertek did, how it was different and why that mattered to customers. We livened up the colour palette and placed a bright blue globe in the banner. We simplified the navigation, employing a classic horizontal and left hand navigation structure. We also used illustrated links to keep side bar information from blurring together.
Finally we provided a series of recommendations or implementation to keep the site fresh and useful.
New Day
The most telling results were doubling of web-based revenues within less than one year. Customer usage and satisfaction were markedly increased. And, the concepts and approach embodied by the new design and architecture won recognition across the ETL SEMKO division and across the enterprise as a whole.
The Team
Client Services, Web Strategy, Architecture, Positioining, Creative Direction and Copy: Harry Cornelius, Sideren
Web Design: Paul Ratchford, Clear Space Design & Communications Inc.
